Defining the Enrollment Manager: Visionary, Facilitator and CollaboratorReport as inadecuate

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Journal of College Admission, n183 p21-25 Spr 2004

As enrollments expand, student affairs professionals must recruit and retain students, and manage enrollments. Garland and Grace (1993) note that as a set of strategies, enrollment management provides a systematic approach to attracting, retaining and graduating students, and, therefore, is a critical component in the stable operation of a higher education institution. According to Baldridge, Kemerer and Green (1982), and Garland and Grace (1993), enrollment management involves a host of functions that cross divisional lines, including clarification of institutional purpose, program development, marketing and recruitment, financial aid, orientation, and retention. As a process, enrollment management helps institutions: develop a keener awareness of their purpose and character in relation to the student marketplace, improve ties to prospective client group, and attract students into and through the institution. Lennington (1996) notes that certain institutions have recognized this need and have established an enrollment management function. The College and University Personnel Association (CUPA) describes the chief enrollment manager as an administrative official responsible for the development of marketing plans for the recruitment and retention of students. The enrollment manager coordinates institutional efforts in admission, financial aid, records and registration, and advising.

Descriptors: School Holding Power, Recruitment, Program Development, Marketing, Enrollment Management, Administrator Role, Higher Education

Author: Stewart, Gregory


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